Matt Robinson

Press

Selected coverage, commentary, and recognition.

Writing & commentary

  1. Mumbrella · 2015 Has Woolies found its voice? Guest post on Woolworths finding a social voice.
  2. The Drum · 2017 This is how to make innovation actually happen in your business On making innovation real inside organisations, rather than theatre.
  3. AdNews · 2017 2018: The year brands start connecting the dots Opinion on connected brand experience, before it became the default ambition.
  4. Campaign Asia · 2021 Eating ice cream in an Airbnb: Australia’s top 100 brands Commentary on what Australia’s brand rankings actually reveal.
  5. Marketing Magazine · 2021 2022: Acceleration reshapes marketers’ relationships with agencies Long-form opinion on how the agency model changes when everything speeds up.
  6. LBB · 2022 5 Minutes with Matt Robinson A career-spanning interview: agencies, technology shifts, and building AnalogFolk Australia.

Milestones

  1. Mumbrella · 2011 AnalogFolk launches in Sydney with Yellow Tail as founding client Co-founding AnalogFolk Australia.
  2. AdNews · 2017 A big moment for AnalogFolk: agency wins global duties for Pernod Ricard A global account, won and led from Sydney.
  3. Mumbrella · 2023 AnalogFolk Australia becomes locally owned business in management buyout Leading the buyout from the UK parent.
  4. Mi3 · 2024 Bastion boosts digital chops, acquires AnalogFolk Australia The sale to Bastion, twelve months after the buyout.
  5. AdNews · 2025 Former AnalogFolk partners to run new Bastion Digital unit DBX Launching DBX, Bastion’s specialist digital unit.

Recognition

  • Mediaweek Power 50 Creative leaders in Australia, 2024.
  • Gold APAC Effie With eight Effie finalists over three years.
  • Gold Spikes Asia With AnalogFolk Australia.
  • Contagious Pioneer AnalogFolk, global.
  • Agency of the Year Digital, Social, and Content Agency of the Year wins with AnalogFolk Australia.
  • B&T Emerging Agency of the Year Won in AnalogFolk Australia’s first year, 2011.
  • Mumbrella Award for Culture Runner-up, 2013.
  • Awards judge The Effies (2018 to 2023), Webby Awards (2014 to 2020), Spikes Asia (Digital & Mobile).
  • Panellist, Microsoft Advertising “Creativity and AI” 2023, alongside Microsoft and BCG.
  • Advisory board, ad:tech Australia & NZ 2018 to 2021.
  • Certifications Leading for Creativity, IDEO U (2017); AI Fluency: Framework & Foundations and Introduction to Agent Skills, Anthropic (2026).